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2023 One Show - Health & Wellness

Anne de Gaulle

Agency Havas Paris / Puteaux + Fondation Anne de Gaulle / Paris

Client Fondation Anne de Gaulle

Category

Public Relations

Annual ID

OS23_HW028B

About the Work

Charles de Gaulle and his wife set up the Fondation Anne de Gaulle in 1945 in honor of their daughter Anne, who was born with Down syndrome. Despite providing residential care and support for people with neurodevelopmental conditions for more than 75 years, the Foundation suffered from a lack of public awareness. Our challenge was to redress the situation and give the Foundation and its worthy social cause the attention it deserves. We did this by shining a spotlight on the lineage and worldwide renown of General de Gaulle through one of the most enduring and international embodiments of this prominent figure in French history: Paris-Charles de Gaulle Airport. How? By temporarily renaming it Paris-Anne De Gaulle. The challenge in terms of PR was to assert Fondation pioneering vision and leadership in this area, bolster awareness of its work and commitments, and at the same time build a transformative collective approach in honor of its partners which are also campaigning to change perceptions of disability and improve support for those concerned. We set up a partnership with one of France’s most popular radio stations, to ensure rolling coverage of the event for a large audience. The partnership with France Info comprised an exclusive announcement of the operation, radio spots promoting the Foundation, mention of the operation as part of news programs on December 1 and 2, followed by a live off-site broadcast from Terminal 2E at “Paris-Anne de Gaulle Airport”. Following the initial announcement, we distributed the press release to a broad range of regional, daily, specialized and international publications and coordinated the ramp-up across all media using various levers: - Take-up of the FranceInfo.fr article by other online media and distribution of an Agence France Presse dispatch for print and online press. - Two Fondation Anne de Gaulle spokespersons deployed to maximize participation in TV and radio programs. - A large number of video uploads for social media and TV feeds on the day of the launch, focusing in particular on DuoDay+1. - Involvement of various political and institutional figures, social entrepreneurs and artists known for taking a stand on disability rights to ensure engagement across social networks.

2023 Awards

Total Points: 9

Credits

Agency

Havas Paris / Puteaux

Client / Brand

Fondation Anne de Gaulle / Paris

Art Director

Catherine Labro

Copywriter

Florent Roux

Creative Director

Stephane Gaubert

Photographer

Charles Mamarot

Producer

Fabien Faure

Associate Director

Philippine Van Tichelen

Brand Manager Paris Airport

Capucine Lemaire

Chief reporter

Jérôme Jadot

Communication Assistant

Fouzia Hadjal

Consultant

Marie Couffon de Trevros
Mathieu Mercier
Ronan Le Maire

Consulting Manager

Tiphaine Mercier
Tiphaine Armant

Head of brands

Géraud Rabany

Head of Communication

Bertrand Sirven
Caroline Talbot

Head of Edition

Philippe Rey

Head of Identity & Design

Fabienne Mazaleyra

Head of inclusion

Laurence Pajot

Head of media & reputation

Justine Leger

Head of TV

Benjamin Besnainou

Journalist

Olivier Lagarde

Paris Charles de Gaulle press officer

Tiphaine Paucot Landell

Partner

Sophie Schiari

Partner Senior Havas Paris & Head of Make It Live

Christophe Pelletier

President

Jean Vendroux

Production director

Carine Petit

Vice President

Michel Bettant

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